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Файл:Иностранный язык в профессиональной деятельности (английский язык)
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formulate judgements with incomplete data ..”;
communication• .. from “.. can communicate information, ideas problems
•
and solutions .. to .. can communicate their conclusions and the underpin-
ning knowledge and rationale under”;
learning skills• .. from “.. have developed those skills needed to study
•
further with a high level of autonomy .. to .. studying in a manner that may
be largely self-directed or autonomous”.
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KeyS To Module 2 AdVeRTISING ANd PuBlIC RelATIoNS ISSueS
Task 2.3
A. newspaper advertisements
B. leaflets
C. television commercials
D. billboards
Task 2.5
1. merchandising
2. packaging
3. product-based approach
4. bulk discounts
5. distribution
6. public relations
7. personnel
8. product placement
Task 2.6 Exemplary answers
Feature Benefit
E. g. This ballpoint pen has a
retractable point so you won’t get ink
on your clothes.
These shoes are very tough and
durable.
This toothpaste contains fluoride. You won’t need to visit your
This watch is very expensive. You will look cool
This food is pre-cooked. You will save your personal time
This chocolate bar contains nuts
and raisins.
These trousers do not crease. You won’t have to iron them.
This computer is very powerful. You will be able to work faster.
Task 2.9 1, 4, 6 Product; 2, 5 Place; 7 Price; 3 Promotion
Task 2.10 1 communication, 2 convenience 3 customer solution 4 customer
cost.
Task 2.12 1B 2D 3A 4C
Task 2.15 1J, 2D, 3E, 4G, 5C, 6F, 7I, 8A, 9H, 10B
You won’t get ink on your clothes.
You won’t need to buy a new pair
every season.
dentist.
You will take a lot of vitamins and
minerals.
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Task 2.16
The use of paid commercial messages for the purpose of
selling messages and ideas
The activity of personally helping and convincing
prospective buyers to purchase an idea, product or service
An older or used product which is being exchanged for a
newer model.
Mass market, a large population exposed to media
advertising
A certificate which is usually cut out of a newspaper or
magazine advertisement and which allows a customer to
purchase a product at a lower price
A small amount of a product distributed to potential
customers at no charge
includes most people in a society, a mass market General public
A bonus or additional item which a customer receives at
no extra cost when he purchases a certain item.
convincing or encouraging a customer to buy a product Stimulation
A brochure, a folded paper or small book which gives
information about a product.
Advertising
Personal selling
Trade-in
Wide audience
Coupon
Free sample
Premium
Pamphlet
Task 2.17
fit in a 2-3 second time frame – укладываться в (короткое) время
have a good rapport with – быть в тесном контакте с кем-л.
outdoor advertising – наружная реклама
convenience goods – товары повседневного спроса
target audience – целевая аудитория
promotion – продвижение
Yellow Pages – торгово-промышленный раздел объявлений справоч-
ников, «желтые страницы»
endorsement – реклама с участием знаменитости
giveaways – подарки, сувениры, бесплатная раздача, викторина на
радио или ТВ с раздачей призов
specialty advertising – инструмент стимулирования сбыта в виде подарков с фирменным логотипом в качестве средства напоминания (календари, кружки, ручки)
Task 2.18
1 emphasized
2 tailored
3 shelf space
4 lure
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5 influence
6 widely; consumer
7 appeals
8 commercials
9 persuade
10 aimed
Task 2.19
1 discount
2 Personal selling
3 Market research
4 medium
5 pamphlet
6 segment
7 purchase
8 trade-in
9 time utility
10 distribution.
Task 2.20 1B, 2I, 3D, 4C, 5H, 6A, 7F, 8G, 9J, 10E
Task 2.24 1с, 2b, 3b, 4d, 5a, 6b, 7b, 8d, 9d, 10d, 11d
Task 2.25
1. increase in sales volume, offset
2. convince
3. Suited, widely distributed
4. spread information
5. advertisements, a large audience
6. media
7. appear on a particular day in a particular geographic area.
8. emphasize, competition
9. there is a concentrated market
10. the general public
11. justifies, commission
12. negotiation
13. a trade-in
14. demonstrate
15. segment
16. a premium
17. on the basis of a display
18. a coupon, entitles
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19. retailers
20. to lure customers from the competition, shelf space
Task 2.26 Summary 3.
Task 2.27
Advertising Sales promotion Public relations Personal selling
Billboards or
hoardings
Brochures, booklets, pamphlets
Commercials
Posters
Print ads
Leaflets
Mailings
Catalogues
Packaging
Brochures, booklets, pamphlets
Demonstrations
Point- of- purchase displays
Free gifts
Price reductions
Couponing
Competitions and
contests
Samples
Free trials
Annual reports
Community relations
Trade fairs and
shows
Lobbying
Donations to
charity
Company publications
Sponsorship
Symbols and
logos
Events
Testimonials
Demonstrations
Price reductions
Trade-in
Sales reps
Sales presentations
Task 2.28 1c, 2a, 3a, 4b, 5с, 6b, 7c, 8c, 9a, 10b
Task 2.29 The results of the survey are:
1. 90 %
2. 72 %
3. 85 %
4. 51 %
5. 41 %
6 49 %.
7. 60 %
8. 57 %
145
KeyS To Module 3. ReSeARCH ANd ACAdeMIC WRITING SKIllS
Task 3.13 1. Descriptive. 2. Informative
Task 3.14 1A 2D 3B 4C
Task 3.17 1F 2T 3T 4F 5T 6F 7F 8F 9T
Task 3.24 1F 2T 3T 4T 5F 6T 7F 8T 9T 10T 11F
Task 3.25
1) What was I investigating? 2) Why was it important? 3) What was already
known about the subject of my research? 4) What did I expect to know after
doing the research? 5) How did I approach the problem?
Task 3.26
1) What was I investigating? 2) Why was it important? 3) What did I expect
to know after doing the research? 4) What was already known about the subject
of my research? 5) How did I approach the problem?
1 2 4 3 5
Task 3.28 1B 2D 3A 4C
Task 3.29
1) because of; whereas; moreover 2) due to; consequently; as a result;
therefore; but 3) because of; because of; but
Task 3.30
1) Because of media restrictions, websites of The New York Times, the
Guardian and others publish a mix of unverified accounts from social media.
2) Despite the quick growth of the number of Twitter accounts, it is still only
used by a select number of people. 3) Notwithstanding this highly interactive
and participatory format, most journalists seek to remain gatekeepers.
Task 3.31
1) is 2) emerged; was reflected; led 3) described; proposed; have been used;
suggest; define 4) suggest 5) examines; argues
Task 3.32 1) are 2) involve 3) aims 4) has 5) is 6) is driven 7) remain 8) aims
Task 3.34
a) are increasingly becoming; is expanding rapidly; research into…is
proliferating; b) In this paper I contextualize and explore; The goal: to answer
the question…; My aim is to provide… c) As the basis for these considerations
I have used;
Task 3.36 1f 2d 3a 4b 5c 6g 7e
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Task 3.39 1e 2f 3c 4i 5h 6g 7b 8a 9d 10p 11t 12j 13u 14k 15m 16r 17l 18n
19q 20s 21o
Task 3.40 1) bar chart 2) scatter plot 3) pie chart 4) line graph
Task 3.41
1) shows, 2) working, 3) outnumber, 4) represented, 5) made up, 6) working,
7) shows, 8) exceeded
Task 3.42 1c, 2a, 3f, 4b, 5d, 6e
Task 3.44 1b, 2d, 3a, 4e, 5g, 6f, 7h, 8c
Task 3.45
1 increased – increase, 2 peaked – peak, 3 decreased – decrease, 4
dipped – dip, 5 fell – fall, 6 dropped – drop, 7 fluctuated – fluctuation
Task 3.46
a) gradual increase, b) moderate rise, c) modest dip, d) sharp rise, e)
dramatic decrease, f) slight fluctuation, g) steep fall
Task 3.47
1) decreased dramatically 2) dipped modestly 3) fell slightly 4) dropped
significantly 5) fluctuated moderately
Task 3.56
1) The problem with this body of literature according to Bardoel and
Deuze (2001) is that it tends to be either too normative, or that it remains
overtly descriptive. 2) Especially in recent years, several efforts have been
made to professionalize the scholarship of journalism education (Bardoel
and Deuze 2001). 3) Indeed, Bardoel and Deuze (2001) suggest an emerging
consensus on homogeneous standards as a key trend in their comparison of
journalism education in Europe and the United States. 4) Using the crossnational comparative work of Bardoel and Deuze (2001), one can define five
distinct types of journalism education worldwide.
Task 3.57 1b, 2c, 3a, 4b, 5e, 6e, 7f, 8d
Task 3.60
1. no mark.
2. colon
3. a full stop
4. colon
5. lowercase
6. semicolon
7. semicolons
8. comma
9. comma
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10. semicolon
Task 3.61.
1. Colons
2. semicolon
3. Commas
4. Dashes
5. Parentheses.
6. Square brackets
7. question mark
8. exclamation mark
9. Apostrophes
10. single quotation marks
Task 3.62
1. __.__
2. __?__ _._
3. _,__ __?__
4. __.__
5. __?__
6. _,__ __.__
7. __?__
8. _,_ __.__
9. __!_ i _,_ _,_ _,_ __.__
10. _’_s _?_
Task 3.63
1. Who’s the party’s candidate for vice president this year?
2. Our neighbor’s car is an old Chrysler, and it’s just about to fall apart.
3. In three weeks’ time we’ll have to begin school again.
4. Whenever I think of the stories I read as a child, I remember Cinderella’s
glass slipper and Snow White’s wicked stepmother.
5. She did not hear her children’s cries.
6. Didn’t he say when he would arrive at Arnie’s house?
7. Little girls’ clothing is on the first floor, and the men’s department is
on the second.
8. They’re not afraid to go ahead with the plans, though the choice is not
theirs.
9. The man whose face was tan said that he had spent his two weeks’ vaca-
tion in the mountains.
10. John’s ‘69 Ford is his proudest possession.
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KeyS To Module 4. ACAdeMIC ReSeARCH PReSeNTATIoN
Task 4.3
1. Competition
2. projection
3. milestone
4. comprehend
5. font
6. jammed
7. pitch
8. time slot
9. Timeline
10. twofold
Task 4.5 1 d) 2 e) 3 b) 4 a) 5 c)
Task 4.7 1 f) 2 i) 3 b) 4e) 5 g) 6 d) 7 c) 8 a) 9 h)
Task 4.8. 1 turn; 2 Have, at; 3 shows; 4 Here, as you can
Task 4.13 1B, 2С, 3A, 4Е, 5D
Task 4.16 С, Е, D, B, A
Task 4.17
1. F Always finish on time. Remember that an audience is unlikely to be
listening to you if you overrun.
2. T Good, clear ending.
3. F This is a weak ending that lacks preparation. Remember the ending is
a chance to make an impression. Make sure it is a good one.
4. T Good, clear recommendation.
5. F If you find you are running out of time, start cutting out your less
important transparencies earlier on in your presentation. Rushing through
them at the end is the worst thing you can do.
6. F The questions at the end of your presentation are an opportunity to
communicate, to have a dialogue with the audience. Do not miss this opportunity.
7. T Good ending.
8. F Never apologise for not having prepared: it’s an insult to the audience.
It is like inviting people round for dinner and not having anything ready for
them to eat. In theory, you should never be in this position.
9. T Good ending.
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10. F If you only get through half of what you want to say, you are not going
to obtain the result you wanted. Timing is crucial, so remember to rehearse
your presentation at least twice.
Task 4.19
1 If you don’t know the answer to something, say so – be honest. Any
attempt at covering up will be immediately noticed by an audience and they
will Jose confidence in everything else you have said or will say. You can ask
if anyone in the audience knows the answer or you can offer to find out the
information and send it to the people who are interested.
2 You should paraphrase most questions before you answer them. This
means that everyone will be able to understand the question and your answer.
And it also gives you time to think. If the question is brief and loud enough for
everyone to understand, you do not have to paraphrase it.
3 This is a very sensitive area, but you have to remember that you are there
for the whole audience. If someone asks a very long and involved question
that goes on and on, there is a good chance that no-one will understand it,
including you. Look around the audience to see if they are following it. It is
better to interrupt this person (when he or she takes a breath) and paraphrase
what he or she has said.
4 A presentation question and answer session is not the place to go into
detail. This is the end of your presentation and the audience will remember
this part more than the rest. Always keep in mind your purpose and if the
question requires a long answer, say so and offer to talk to anyone interested
after your presentation.
Task 4.20
1. any comments, happy to try
2. anyone else, any
3. other questions
4. just interrupt, there?
5. asking, understood, correctly,
6. that
Task 4.21 1C; 2D; 3A; 4E; 5B; 6F
Task 4.23 1E; 2A; 3F; 4С; 5В; 6G; 7D
Task 4.24
Requests for further information 1; 3;
Traps, attacks, or a way of getting the or spotlights: 2; 4; 5
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